100 Leading Lifestyles

104 Status Matters

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Overview

104 Status Matters

Mid-life families, tech-savvy, fashionable, expensive lifestyle.

Population109K

% of Population3.0%

Household Income$107K

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Summary

Status Matters are nouveau nerds: high-earning, career-oriented, mid-life families, often with their grown-up kids still at home while they complete their university studies or work fulltime. Like most Leading Lifestyles, Status Matters are very well educated, most with a University degree or Tertiary Diploma. Unlike Metrotechs however, these digitally connected citizens have settled quickly down into marriage, parenthood and mortgages. A large number are from overseas, with high incidence of Asian, especially Indian and Chinese, backgrounds. Many also hail from South Africa. Despite being quite comfortable with their current pay and job security, many are dissatisfied with their job recognition and opportunities.

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I’m addicted to shopping deals, I have to say. I have a sale alert on my phone for anything by DKNY in a women’s size 8 for me or a girl’s 6 for my daughter Mia. You can buy everything online so much cheaper, not just clothes. Our upstairs TV came from a GrabOne deal that went into my phone’s Facebook feed and I just clicked ‘buy’ during a meeting! It was only $5990, normally $8000.

I’m a sales manager for a multinational healthcare company and my husband Sukesh is a data systems analyst. We got married after Sukesh got his PhD and started earning good money. Now I earn more though—so he can’t say anything if I go on a spree!

Six years ago we bought a brand new house, in part to get into the new housing development we liked. Because of Sukesh’s early starts we have to drive to work separately in our own cars. I’d rather not be driving alone every day, but I’ve got the radio to keep me company.

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*Helix Persona codes are not always sequential as not every Persona exists in every country.

Helix Personas is designed to provide accurate profiling of New Zealand consumers across a variety of attributes. The attributes that have been included in creating Helix Personas have been selected as the most predictive and defining consumer attributes. Helix Personas is a Trademark of Roy Morgan Research. Values Segments devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network.